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One of the ways that Facebook's "like" feature has enhanced measurement in social media is to allow people to easily participate in the exchange without having to compose a meaningful comment. How about a feature that is purely passive, noting the number of people who have read a post, or read a string of posts, or returned to read posts about a topic more than once?

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The comments and messages that people write and then ripple through social networks will be considered brand building and influential. Brands will look upon them as advertising and pay the authors. This will shift media budgets somewhat away from advertising in commercial media outlets to personal ones.

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It will become crucial to be able to identify and connect with key influencers – on forums and on clients’ own communities. Enabling a dialogue among advocates and detractors will become a key driver of insight and brand advocacy.

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Companies (or more likely, brands) will be given the same status on social networks as people, and will be expected to behave in much the same fashion, posting photos, commenting on events, indicating what they are doing now, and so on.